In 1966, when the Neil Simon musical Sweet Charity opened on Broadway, a waiter in one scene asked a customer, A double Scotch, again, sir? In the revival, soon to open at the Al Hirschfeld Theater, the waiter asks, Gran Centenario, the tequila?
Madison Avenue has come to Broadway.
Product placement and endorsement deals have long been staples in television shows, movies and radio programs and even, more recently, on video games. But they have been rare on Broadway. Now, advertisers, casting about for new ways to attract increasingly distracted consumers, have turned their attention to the theater world. And producers, always looking for extra cash to offset rising costs, are receptive